Who says wine must be pretentious? Transfer over, glass bottles. Out of the best way, boxed wine. DEFY is out to do precisely that—defy the principles and norms related to conventional wine bottling and labeling.
Taking an appreciation for the metallic hues of a aluminum can, DEFY partnered up with STUDIO AS-CC as a way to collaborate on a brand new, refreshing tackle wine packaging. The studio positioned notable consideration on the recurring motif of a closed fist round a strong bunch of grapes. Alluding to the truth that they don’t compromise high quality, this image serves to additional disrupt norms on each the field and label.
DEFY is a startup, challenger UK wine model that produces natural Italian wine in Italy, packages it within the UK, after which sells to the UK market. DEFY was launched to STUDIO AS-CC by a mutual pal to assist with a full rebrand after they’d developed a brand new branding technique round their objective, imaginative and prescient, and client viewers.
An important half was the cans themselves. DEFY packages their wine in 250ml slimline cans and we knew they wanted to have the ability to stand alone on the shelf, subsequent to different drinks, and nonetheless handle to face out. We additionally wished a powerful design aesthetic to be mirrored within the work. Leslie, the proprietor and operator of DEFY, wished to have one thing that folks can be proud to have proven off of their houses. Since Leslie is launching DEFY each on to customers, in addition to by means of different shops and wholesalers, the can is the one fixed. Additionally, a part of DEFY’s ethos is being direct, trustworthy, and easy. Eradicating all of the snobbery and obfuscation round wine to ship a scrumptious, high-quality drink in a light-weight and handy method.
What was vital to all of us was that we did not draw back from the design of the cans. We aren’t attempting to cover them. We’ve got designed cans earlier than, and in case you are not going to print on the cans, you’ve got roughly two choices: sticky wrap-around labels or fully-encased shrink sleeves. The shrink sleeves have a variety of points with high quality on utility and the tactile expertise as a result of they’ll typically really feel ‘plasticky’. Which left us with utilizing wrap-around labels. We predict the end result was fairly rad.
Sometimes, what you see with wrap-around labels, is designers attempting to cowl up as a lot of the can as they’re able to. However this feels contrived and apparent. So we wished to take a unique method and lean into it celebrating the aluminum can a bit extra. We ended up deciding on a partial-height label. Which, in the event you evaluate it to a wine bottle, is an ode to conventional labeling. Leslie labored with us and along with his personal printer and was really in a position to supply paper from an organization which makes Italian wine bottle labels. This has a extremely high-end, stunning really feel to it if you get one in your palms. Success.
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